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Essentials of Marketing Research By Tony Proctor

Essentials of Marketing Research
by Tony Proctor

In Stock
£2.99
Offers an introduction to all the major concepts as well as discussing the field of market research, whilst positioning it in the real world of marketing communications. This third edition is for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.
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Essentials of Marketing Research Summary


Essentials of Marketing Research by Tony Proctor

The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications.

This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.

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Table of Contents


1. The nature of marketing research
2. Planning the research project
3. Secondary data
4. Sampling
5. Surveys
6. Measurement and scaling
7. Questionnaires
8. Qualitative research
9. Observations and experiments
10. Quantitative data analysis
11. Qualitative data analysis
12. Reports and their presentation
13. Applied marketing research
14. Marketing research settings: business-to-business, services and internal marketing
15. Global marketing research
16. Marketing decision-support system
Further case studies
Glossary
Bibliography
Index

Additional information

GOR002618581
Essentials of Marketing Research by Tony Proctor
Tony Proctor
Used - Very Good
Paperback
Pearson Education Limited
2002-11-01
576
0273674005
9780273674009
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.